Mastering The Media is a comprehensive guide to the art and science of effective publicity for nonprofit and advocacy organizations.
The book covers everything from the basic tools for generating news coverage to sophisticated strategies and tactics. Beginners will find valuable lessons in the real world case histories which appear throughout the book, while those with experience in nonprofit PR will discover new concepts and useful tricks of the trade.
“If you want to move, change, shape or lead then Mastering The Media is the best place to start.” Darryl Young, Former National Media Director, The Sierra Club
“This book takes the mystery and complexity out of the media game. . .All senior staff should have a copy on their desk.” Mike Alvidrez, Executive Director, Skid Row Housing Trust
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